CBD Weekly
The CBD Weekly – a Melbourne Club Bar Directory weekly publication was developed for Melbourne City Council as part of a 12 month initiative to promote bars and clubs in the CBD lane-ways in 2006.
We had a simple brief, to develop an initiative to keep city workers in the city longer during the week.
We developed the strategy based on research we conducted, developed the product, naming, creative and branding.
The simple free weekly listing of venues on a small A3 folded to A4 glossy around a lane-way map, with a differentiated distribution strategy away from street papers and websites and directly into office buildings worked.
We managed the on boarding of all the bars and clubs, produced the advertising, promotions, merchandise, bar signage and all associated PR and press. In addition we managed the print, distribution management and ROI reporting on the initiative.
The CBD Weekly was an incredible success, becoming self funded in just 12 weeks and then being extended by council to 12 months.